picture of Milka stand at Istanbul airport
Milka brings 'Alpine goodness' to travellers worldwide – 01/12/09
Published: 01/12/09
Source: ©The Moodie Report
By Melody Ng, Asia Bureau Chief
SWITZERLAND. Kraft Foods World Travel Retail has reported positive results for the Milka brand, supported by promotions and the recreation of an 'Alpine world' in-store.
Throughout the ‘Enjoy the Alpine Goodness of Milka’ promotional campaign, Milka hostesses offered chocolate samples to travellers in a number of locations. These sampling activities, coupled with the Alpine backdrop, have contributed to raising average transaction values, increasing penetration rates and doubling – even tripling on occasion – sales, Kraft claimed.
For example, in August a dedicated Milka promotion area was created in partnership with ATÜ Duty Free/Gebr Heinemann in the main departure store of Istanbul Atatürk Airport. The shop floor was turned into an Alpine pasture, surrounded by pillar boxes, a branded sampling table and shelves full of Milka chocolate – all in the brand’s signature lilac colour. The scene attracted many travellers into the store, Kraft said.
Throughout the ‘Enjoy the Alpine Goodness of Milka’ promotional campaign, Milka hostesses offered chocolate samples to travellers in a number of locations. These sampling activities, coupled with the Alpine backdrop, have contributed to raising average transaction values, increasing penetration rates and doubling – even tripling on occasion – sales, Kraft claimed.
For example, in August a dedicated Milka promotion area was created in partnership with ATÜ Duty Free/Gebr Heinemann in the main departure store of Istanbul Atatürk Airport. The shop floor was turned into an Alpine pasture, surrounded by pillar boxes, a branded sampling table and shelves full of Milka chocolate – all in the brand’s signature lilac colour. The scene attracted many travellers into the store, Kraft said.
The recreation of Alpine landscapes in-store has helped to attract travellers into the world of Milka
Also in August, the Milka campaign rolled out across the entire OR Tambo International (Johannesburg) Airport in South Africa. Supported by Big Five Duty Free, the eye-catching campaign lined the route for passengers – from check-in to the departure gate.
Milka products were given out as samples, while a voucher promotion encouraged trial purchase.
“This was a highly visible and very appealing promotional campaign, which created excitement throughout the entire airport,” said Helena Melis of Big Five Duty Free. “The voucher incentive created high consumer interest, which was strongly translated into increased sales.”
In October a 25sq m promotional site was created at the concourse event area of Münich Airport, in partnership with Eurotrade. Again, Alpine scenery and sampling opportunities featured strongly in the promotion, resulting in triple-digit growth for Milka sales compared to October 2008. The strong performance led to the promotion’s extension until the end of November.
Eurotrade Buyer Gerhard Haeusler said: “The Milka promotion had a huge impact on consumer behaviour at the airport. Consumer feedback was overwhelmingly positive, not only about the delicious Milka products but also regarding the Alpine atmosphere created by the promotion and the execution of the campaign.
“In particular, the hostesses and their traditional dirndl outfits were enormously popularly with travellers of all ages,” Haeusler added.
Milka’s partnership with travel retailer Aldeasa has also generated significant sales uplifts, thanks to the personalisation of cash till displays in all major Aldeasa stores.
Milka products were given out as samples, while a voucher promotion encouraged trial purchase.
“This was a highly visible and very appealing promotional campaign, which created excitement throughout the entire airport,” said Helena Melis of Big Five Duty Free. “The voucher incentive created high consumer interest, which was strongly translated into increased sales.”
In October a 25sq m promotional site was created at the concourse event area of Münich Airport, in partnership with Eurotrade. Again, Alpine scenery and sampling opportunities featured strongly in the promotion, resulting in triple-digit growth for Milka sales compared to October 2008. The strong performance led to the promotion’s extension until the end of November.
Eurotrade Buyer Gerhard Haeusler said: “The Milka promotion had a huge impact on consumer behaviour at the airport. Consumer feedback was overwhelmingly positive, not only about the delicious Milka products but also regarding the Alpine atmosphere created by the promotion and the execution of the campaign.
“In particular, the hostesses and their traditional dirndl outfits were enormously popularly with travellers of all ages,” Haeusler added.
Milka’s partnership with travel retailer Aldeasa has also generated significant sales uplifts, thanks to the personalisation of cash till displays in all major Aldeasa stores.
My Opinion:
In business you have to have strategies and plans. You have to have good advertising campains to increase the sales of your products as customers can be influenced by advertisings when they decide which product to buy. Milka is a good brand but I think this advertising strategy is very clever. Who does not like to travel? Esspecially in the winter? The Alps and the snow are the dreams of many poeple. With the displays and the decorations they have set up at the airports they connect the feeling which people get from a vacation in the Alps, the feeling of snow and fresh weather, to their Milka products. As it states above this campain has increased their sales incredibly. Good Thinking Kraft company. I think I would like to have a Milka chocolate bar now .
You should now start writing your blogs to apply your understanding of business theory and concepts to articles in the press. So far, your comments have tended to be rather superficial. Try and go a bit deeper, using some of the theory you learn. Think of the theory and concepts as a juicer, the articles as fruit. Your job then becomes to extract as much juice out of the fruit as possible. Sometimes you need more powerful juicers to get the juice out of some kinds of fruit. We'll learn those later.
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